Author/Creator: The concept of Uses and Gratifications Theory was developed by communication researchers Elihu Katz, Jay G. Blumler, and Michael Gurevitch in the 1970s. This theory explores how and why people actively seek out specific media to satisfy particular needs and desires.

Explanation: Uses and Gratifications Theory suggests that individuals choose media content based on their psychological and social needs, such as seeking entertainment, information, social interaction, or personal identity. This theory highlights the active role of the audience in selecting media that provides the desired gratification.

Description: Unlock your media choices with Gratification! Uses and Gratifications Theory, developed by Elihu Katz and colleagues, empowers you to understand why you gravitate toward certain media. Whether you’re seeking entertainment, information, connection, or self-expression, your media choices are driven by specific needs and desires. By recognizing these motivations, you can make more intentional media selections that truly satisfy your goals. Explore the content that resonates with you, and make your media experiences more meaningful and fulfilling.

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